COREA AT EXPO MILANO 2015
Du 1er mai au 31 octobre 2015 à Milan
Expo Milano 2015 Seeks to Discover
How to Feed the World in the Future
The Korea Pavilion is intended to promote the wholesome Korean diet at Expo Milano, which will be participated in by 145 countries and visited by over 20 million people from May 1 to October 31.
The Ministry of Culture, Sports and Tourism of Korea (MCST) and the Korea Tourism Organization have jointly set up the Korea Pavilion for Expo Milano 2015, which will be opened on Friday, May 1, to showcase the future of sustainable eating to visitors from around the world.
Under the core theme of "Feeding the Planet, Energy for Life," Expo Milano 2015 will be held from May 1 until October 31 on a 1.1-million-square-meter exhibition area northwest of Milan, Italy. During the six-month period, the Expo with 145 participating countries is expected to attract more than 20 million visitors. The Korea Pavilion, with a building area of 3,990 square meters, is the ninth largest pavilion ; Germany and China are among the eight other countries with large pavilions.
Hansik, Food for the Future : You are What You Eat
The Korea Pavilion will introduce healthy and nature-friendly Korean cuisine as a solution to food-related issues in the future with the theme “Hansik, Food for the Future : You are What You Eat.”
To effectively get across the theme of the Korea Pavilion, the layout of exhibits, a Korean restaurant and a souvenir shop has been harmoniously organized. In addition, a variety of cultural events presenting the quintessence of Korean tastes and styles will unfold over the next six months, including Korean food promotion events, an international forum and cultural performances.
The Korea Pavilion : The Art of Korean Food in a Moon Jar
The Korea Pavilion, designed by architect Kim Seok-chul, is a white building featuring oval curved lines. It was built in the shape of a “moon jar,” a full-moon-shaped traditional Korean porcelain used as a container for salted and fermented seafood or fermented soybean-based paste. The harmonious contrast between the curved and oval lines of the Pavilion and the perpendicular lines of the Expo site, which is based on the geometric layout of an ancient Roman city, symbolizes an encounter and harmony between the cultures of the East and West.
To provide convenience for visitors who have to wait for a long time outside, an awning has been installed to provide shade. A sculpture modeled after the Bangudae Petroglyphs (Neolithic rock art) in Ulsan on the southeastern coast of Korea stands at the entrance of the Korea Pavilion. It represents the prehistoric people’s wish to secure a stable food supply.
The exhibition on the second floor will be focused on the question of what kind of food we should choose to eat, and the wisdom that can be found in Hansik will be presented as one possible answer to the question. Media arts will add to the vividness of the descriptions.
Invitation to the Dining Table of Harmony, Healing and Health
The layout of the Korea Pavilion is so designed that visitors, after viewing the exhibition on the second floor, can easily move to a Hansik restaurant on the first floor to savor Korean food and to a souvenir shop to take a look at goods related to Hansik, including small portable dining tables and tableware.
The Hansik restaurant is a signature venue that provides visitors with chances to sample Korean food. It serves six dishes cooked under the themes of harmony, healing and health. In addition, other varieties of Korean food, including royal court food, temple food and jongga (head family of a clan) food, will also be promoted.
In line with the theme of the Korea Pavilion, the souvenir shop, which was designed to function like an art gallery, also provides visitors with opportunities to experience Hansik culture and Korean culture as a whole. It showcases items related to Hansik such as small portable dining tables, tableware and wrapping cloths as well as traditional liquors, red pepper paste and soybean paste, and traditional craftworks and books on Korean traditional culture.
Cultural Events to Promote the Beautiful Lifestyle and Taste of Korea
A variety of cultural events such as a Hansik-related exchange program and international forum and cultural performances will be held for six months to publicize the beautiful lifestyle and taste of Korea. Among other things, the Korean restaurant will play host to a themed Hansik exchange program every month, to which local chefs and culture figures will be invited to enjoy Korean foods and traditional liquors.
In addition, June 23 has been designated Korea Day, and a variety of events promoting Korean culture and food will take place around this time, including special performances and a forum on Hansik and food tourism jointly organized with the OECD.
A committee to support preparations for Expo Milano has been formed with related ministries and organizations, and various promotional events have been planned for the duration of the Expo. In addition to exhibits on Hansik, a Korean film festival, tourism fair and fashion show are being organized by the MCST ; a Korean Food Fair will take place with participation by the Ministry of Agriculture, Food and Rural Affairs, the Ministry of Trade, Industry and Energy and the Ministry of Oceans and Fisheries as well as the Korea Food Foundation, the Korea Agro-Fisheries and Food Trade Corporation and the Korea Trade-Investment Promotion Agency. An anchor shop featuring Korean food products and a forum for European investors will also be set up to encourage entry by Korean companies and products into the international market and promote more active economic exchanges.